♪ at last >> in 2009 her one shouldered white chiffon inaugural ball gown made jason wu a household name. >> when she wore it his company received 4 million website hits. >> reporter: women's wear daily asked some of the world's top designers to sketch their vision, calvin klein went for a dark edgy tapered look. lila rose scott a delicate lavender gown while tommy hilfiger turned to the next generation with looks for first daughters malia and sasha. >> they're becoming more interested in fashion and designers are keen to dress them. >> reporter: the first lady has had a few fashion missteps ruffling feathers when she wore alexander mcqueen for a state dinner and a cardigan when she met the queen but she takes it in stride even as she becomes a fashion icon for the ages capable of changing a company's bottom line in minutes telling our own robin roberts -- >> it's hard, you know, i like to look nice. >> reporter: nice indeed. one thing is for sure the first lady is bound to shine and life for one lucky designer will never be the same. as for president obama, the men's wear company that d